Marketing Director, Luc, explains why it’s important to consider every way your patients will visit your website, not just from their smartphone.
Luc Wade blogs:
A recent report from Ofcom found that internet access has hit a milestone, with more people accessing the web via smartphones than any other device.
Ofcom’s annual Communications Market Report found that 33% of people see their smartphone as the most important device for going online, compared to 30% who cite their laptop. That is a shift from a year ago when only 22% went to their phone first, behind laptops on 40%.
Not only are smartphones the preferred device, they are also used most often. Smartphone users spend two hours a day browsing the web, on average, compared to less than an hour for laptops and desktops.
This means you should be looking at how you integrate mobile effectively into your marketing plans now.
However, we find that dentists are still struggling to make sure their marketing takes mobile into account. According to the IAB, 80% of the top 250 UK brands have a mobile optimised website. By comparison, less than 25% of the dental websites we see can be classed as “mobile friendly”. This is a concern when you consider many practices are spending their budgets on search engine marketing (PPC & SEO) and social media activity without a website that renders well on mobile.
With around a quarter of purchases made via smartphones a “significant proportion” are using mobile devices for research; comparing products and services, checking the team, and reading or watching testimonials before making contact. This means dentists should adopt an “Omnichannel” strategy that works across devices to support all marketing activity, not just think “mobile first”.
Mobile is as important as any other medium, understand it’s value as a facilitator, integrate it with marketing channels to provide seamless and consistent customer experiences.
If would like to talk to us about making your website mobile friendly or any element of your marketing activity call us on 01872 300232 or email hello@hivebusiness.co.uk
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Call us on 01872 300232 or email us at hello@hivebusiness.co.uk.
